THE ESSENCE OF ALAIA

After 30 years of dressing many of the world’s most beautiful women, Azzedine Alaia, with the help of Beaute Prestige International, announced yesterday the upcoming release of the brand’s first fragrance.

“We are delighted and honored that Mr. Alaia, one of French Couture’s masters, has entrusted BPI with the task of creating his first perfume,” exclaimed Remy Gomez, CEO of Beaute Prestige International. Both houses are dedicated to achieving the premium standards in luxury, style, elegance and excellence. Alaia explains,“Beaute Prestige International corresponds perfectly to the spirit of the Alaia house. I am delighted to work with them in launching this new project.”

Gomez describes Alaia as “a sculptor, a virtuoso of the cut; his dresses are a ‘second skin’ which posess an almost supernatural power to sublime the wearer.” It’s no wonder he counts the likes of Marie Helene de Rothschild, Louise de Vilmorin, Greta Garbo, Grace Jones, Raquel Welch and First Lady Michelle Obama among his past and present clientele. Gomez continues, “What a wonderful challenge for BPI: to translate Alaia’s world, which has radiated for 30 years, into perfume! His designs are a celebration of the woman's figure.”

Azzedine Alaia is like no other designer. He designs not for the the fame or money but for the sake of creating the perfect garment. An item of clothing that perfectly hugs the curves of a woman, lifting and firming in all the right places. Without adhearing to the ridgid protocols of the fashion industry and with no advertising or media campaigns, Alaia is still one of the most sought after designers of our era.

While the daunting quest to recreate the essence of Alaia through a frangrance still lays ahead, Alaia could not feel more at ease with BPI, “ I have total confidence in Beaute Prestige International to accompany me in creating a perfume that interperates my work and my world.”